Coca Cola India not to increase prices to counter inflation

New Delhi, Sept 26: World's leading brand in the soft drink industry, Coca Cola India on Monday (Today) said that it will not increase its prices to reduce the effects of high inflation.

"Inflation is there and it has also affected us but we are not looking at raising prices," said Coca Cola India chief executive Atul Singh adding that the company has launched various cost-saving measures in its operations to cut down the effects of high inflation.

"Raising prices is not the only way to deal with inflation; instead, we having been using cost-effective measures," Singh said.

Coca Cola would continue to invest in India as it was a key strategic market for them, he added.